mind body soul

I have included the powerpoint below. Please use the slides to answer the question …
Spend time watching television or looking at print ads. Look at the notions of whiteness, ethnicity, maleness, femaleness, as well as cultural, economic, and physical differences (as discussed in the Power Point). Find two ads and write a one page reflection on each ad that incorporates the lessons in this power point WITH your opinions included. Submit to theDropbox by June 17th at 11:30pm.
ATTACHED FILE(S)
Representations,
Multiculturalism, and Mass
Media
Keep this in your thoughts throughout the class!
• Has there ever been an institution so reviled
as modern advertising, so hectored, so
blamed for the ills of society?
• Yet has there ever been an institution so
responsible for conveying …the most alluring,
the most sensitive, and the most filled with
human yearning?
• -James B. Twitchell, Adcult USA
Keep this in your thoughts throughout the class!
• The ad industry has managed to mainstream
pornographic images and desensitize the
populace into accepting the humiliation of
women in advertising. Pornography implies
the use of sexuality as if it were some kind of
commodity for sale (Strnad, 1993).
Famous Quotes
• “Advertising blasts everything that is good and
beautiful in this land with a horrid spreading mildew”
Herman Wouk
• “Advertising’s contribution to humanity is exactly
minus zero.”F. Scott Fitzgerald
• “Advertising is the cheapest way of selling good,
particularly if the goods are worthless.” Sinclair Lewis
Definitions
• Ad Deconstruction: is the analysis of
advertising in such a way as to reinterpret
implied meanings.
• Marginalized Groups: Women, blacks, Latinos,
Asians, Native Americans, people who identify
as LGBTQ, people with disabilities, others?
What is Postmodernism
• Postmodernism is a tendency in contemporary
culture characterized by the rejection of
objective and global cultural narrative.
• In other words, advertising is created to
remove our objectivity about the world and
possessions; advertising attempts to remove
cultural and global differences to make us one.
What is Postmodernism
• Postmodernism emphasizes the role of language, power
relations, and motivations; in particular it attacks the use of
sharp classifications such as male versus female, straight
versus gay, white versus black, and imperial versus colonial;
challenging these dichotomies.
• Postmodernism has influenced many cultural fields,
including literary criticism, sociology, linguistics,
architecture, visual arts, and music.
Ideology
• An ideology can be thought of as a
comprehensive vision, as a way of looking at
things (think: world or societal view), it is
often a set of ideas proposed by the dominant
class of a society to all members of the society
(a “received consciousness” or product of
socialization).
What is Advertising?
• “A paid, mass-mediated attempt to persuade”
• “A specific message that an organization has
placed to persuade an audience”
• A message that has been called to the
attention of a public audience, especially by
paid announcement.
What is Advertising?
• Advertising more than art, literature, or editorials
• Allows us to track our sociological history: the rise
and fall of fads, crazes, and social movements;
political issues of the times; entertainment, vices,
food, and scenes of how the social life was and
should be lived.
• The only institution comparable in scope and
magnitude was the Roman Catholic Church of the
early Renaissance (Twitchell, 1996).
Branding
• The process of differentiation…the core of
advertising!
• What distinguishes similar products is not
ingredients, but packaging. (Shampoo)
• Branding seeks to nullify or compensate for
the fact that products are fundamentally the
same and interchangeable.
Spending
• How much is being spent to tell you how to
think and feel?
• Any guesses…
Spending
• Advertising is a $180 billion-per-year industry.
• Average number of advertisement and brand exposures per day per
person: 5,000+
• Average number of “ads only” exposures per day: 362
• Average number of “ads only” noted per day: 153
• Average number of “ads only” that we have some awareness of per
day: 86
• Average number of “ads only” that made an impression
(engagement): 12
• Consumers are remembering fewer ads after seeing so many day.
This forces marketers to become more shocking in their advertising.
Nostalgia Industry
• This type of advertising is based on the
embellishment or recreation of the past for
commercial purposes.
• It does not truly represent our history and is
one of the most opaque masks of white
cultural dominance.
• Appears to show whiteness as the lost
innocence and everyone is white.

Magical thinking is at the heart of both religion and advertising
(James Twitchell)
• In the past advertising promised instant access
to desire and love; consequently advertising
seems to assume a belief in magic. (You buy
the car you get the woman)
• In modern advertising (to market a brand),
advertisers use a very soft sell where the
product is NOT the focus in most cases.
United Colors of Benetton Ads
• Attempts at racial harmony and a “global
village” look.
• Many ads do not even show the products, but
attempt to capture social issues that are at the
cutting edge
• Benetton has a reputation for provocative
advertising, with shocking visuals to attract
the reader’s attention.
United Colors of Benetton Ads
• Many of the Benetton ads are so controversial
they have been banned-
– A black woman nursing a white baby
– HIV/AIDS ad
– Death Row inmates
– A nun kissing a priest
Representations, Multiculturalism, and Mass Media
Keep this in your thoughts throughout the class!
Keep this in your thoughts throughout the class! (2)
Famous Quotes
Definitions
What is Postmodernism
What is Postmodernism (2)
Ideology
What is Advertising?
What is Advertising? (2)
Branding
Slide 12
Slide 13
Slide 14
Spending
Spending (2)
Nostalgia Industry
Slide 18
Slide 19
Slide 20
Slide 21
Magical thinking is at the heart of both religion and advertisi
Slide 23
Slide 24
United Colors of Benetton Ads
United Colors of Benetton Ads (2)
Slide 27
Slide 28
Slide 29
Slide 30

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